Due to subsidy policies, sales of smart devices have surged, stationery sales have increased by 241% year-on-year, and flower orders have doubled... With the arrival of the new school season, the consumer market is experiencing a wave of "back to school economy" boom. The interviewed experts stated that with the dual support of policy subsidies and e-commerce activities, practical demand and emotional consumption jointly drive the growth of the "back to school economy", while reflecting the vitality of the consumer market recovery. A new round of national subsidies has been issued, and it is currently the beginning of the school season. More categories such as smart lights, study desks and chairs, and learning machines have entered the subsidy scope, further activating the market. I'm planning to buy a new tablet and a stylus. With the national subsidy discount and the store's school subsidy, it's particularly cost-effective. "At the Suning.com Max store in Xinjiekou, Nanjing, college student Xiao Zhao is adding" new equipment "for the new semester. According to data from Suning.com on September 9th, since the summer, sales of telephoto smartphones, laptops, tablets, and smartwatches have increased by 110%, 184%, 129%, and 94% year-on-year, respectively. Many platforms place the activities of the back to school season in prominent positions. In the national subsidy section of Taobao's back to school season, 3C digital products such as smartphones, tablets, smartwatches/bracelets with a unit price of less than 6000 yuan can enjoy a 15% subsidy, with a maximum reduction of 500 yuan; Smart lights, study desks, learning machines, dictionary pens and other products are subsidized up to 20% by the government, and students can also enjoy additional educational benefits. Under the combination of multiple discounts, during the event period, among the student population participating in subsidies on the platform, the transaction volume of the mobile phone category doubled year-on-year, the transaction volume of the smart bracelet and watch category tripled year-on-year, and the transaction volume of the digital camera category tripled year-on-year. The August consumption report also shows that at the end of August, the school year coincided with the national subsidy, and electronic product procurement entered a small peak, driving the overall sales of MacBook, iPad, and learning machine to increase by 88.11%, 72.93%, and 22.50% respectively year-on-year in August. The sales of accessories such as smart watches and Bluetooth earphones also increased synchronously with the main equipment. In addition, as the start of the school season approaches, sales of essential items such as stationery and military training supplies have significantly increased. The above report shows that in the second half of August, stationery products performed particularly well, with a significant increase of 246.2% in GMV (Gross Merchandise Volume) of related keyword products compared to the previous month. Among them, student backpacks, as the main sales force in the stationery category, achieved a month on month increase in GMV of 65.6%. According to Tiktok e-commerce data, from August 19 to 24, the sales of digital products, stationery, customized school uniforms and other categories just needed at the beginning of school increased significantly year on year. Among them, the sales of stationery increased by 241% year-on-year, while the sales of ballpoint pens, fountain pens, marker pens, notebooks, and teaching demonstration whiteboards all increased by over 100%. The sales of colored lead increased by over 200% year-on-year. In addition to practical needs, the emotional attributes of back to school consumption have become increasingly evident, with flower sales increasing by over 200% year-on-year. Hong Yong, deputy researcher at the Research Institute of the Ministry of Commerce, told reporters that the consumption in the new semester presents a dual driving feature of "practicality+emotion": on the one hand, the sales of essential categories such as stationery and digital devices have increased significantly, reflecting the rigid demand of students and families for learning equipment; On the other hand, the surge in sales of flowers, customized products, and other items indicates that the consumption at the beginning of the school year is gradually carrying more emotional and ceremonial feelings, and the consumption content is extending from functionality to diversification and personalization. Hong Yong analyzed that from the supply side, the "back to school economy" has released two aspects of vitality: one is a more abundant supply of goods. Enterprises are adapting to the new school environment by quickly launching new products, customized styles, and discount combinations, covering the entire chain of needs from stationery and digital products to study desks, chairs, and smart lighting. This not only meets basic functions, but also emotional expression and personalized selection, demonstrating the flexible manufacturing and precise supply capabilities of the industrial chain. Secondly, the circulation industry is becoming more efficient. New models such as instant retail, front warehouse, and same city delivery allow consumers to quickly complete shopping in a "buy as you think" scenario, greatly shortening the time and space distance of supply and demand matching. The diversification and efficiency of the supply side not only enhance user experience, but also reflect the effectiveness of the digital and intelligent transformation of the retail industry, becoming an important driving force for market recovery and consumption upgrading. ”Hong Yong said. (New Society)